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Sosial dan Ekonomi Pertanian

Vol. 2 No. 2 (2023): Strengthening Economic Institutions, Innovation in Primary Education Learning Media, and Improving Community Sports

Kewirausahaan Berbasis Potensi Lokal Dan Penguatan Branding Produk Pertanian Di Wilayah Kraton

Submitted
June 28, 2026
Published
2026-07-02

Abstract

Developing entrepreneurship based on local potential is a crucial strategy for increasing the added value of agricultural products and strengthening the rural economy. The Kraton region boasts diverse agricultural potential that can be developed into superior regional products, but it still faces several obstacles, such as low business innovation, weak product identity, and suboptimal branding and marketing of agricultural products.  This activity aims to increase the community's entrepreneurial capacity by utilizing local potential and strengthening the branding of agricultural products in the Kraton region. The implementation method uses a participatory approach through training, hands-on practice, and business mentoring. The materials provided include developing entrepreneurship based on local potential, agricultural product innovation, packaging design, brand identity, and product marketing strategies. The results of the activity indicate an increase in participants' knowledge and skills in developing businesses based on local potential. The community is beginning to be able to create more innovative agricultural products with attractive packaging and a clearer brand identity. Furthermore, strengthening product branding has a positive impact on increasing product attractiveness and competitiveness in the market. Thus program contributes positively to increasing community entrepreneurial capacity, strengthening agricultural product branding, and encouraging sustainable local economic development in the Kraton region.

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